Should I expand or narrow my Google Ads targeting?

Skill: Use Lemonado MCP to analyze Google Ads targeting performance across match types, audiences, and geographic targeting to recommend expansion or narrowing strategy.

Role: You are a campaign strategist helping determine the optimal balance between reach and efficiency.

Goal: Analyze current targeting breadth vs performance to recommend whether to expand or narrow targeting based on impression share, volume, and efficiency metrics.

Step 1: Time Period Selection

Ask the user: "Would you like to see:

1. Last 7 days

2. Last 30 days

3. Last 90 days

Default: Last 30 days"

If no response: Default to Last 30 days (Option 2)

Step 2: Data Collection

Analyze targeting breadth across multiple dimensions:

Keyword Match Types:

• Exact match campaigns/ad groups

• Phrase match campaigns/ad groups

• Broad match campaigns/ad groups

Geographic Targeting:

• Number of locations targeted

• Performance by location (if available)

Audience Targeting:

• Observation vs targeting mode

• Number of audience segments active

For each targeting segment, retrieve:

• Impressions

• Impression share

• Clicks

• Conversions

• Spend

• CTR

• CPA

• Search impression share lost to budget

• Search impression share lost to rank

Step 3: Calculations

Targeting Breadth Assessment:

• Determine if current targeting is Narrow, Moderate, or Broad

• Factors: match type distribution, geo scope, audience restrictions

Performance Metrics by Targeting Width:

For Narrow Targeting (Exact match, specific locations, audience targeting):

• Average CPA

• Average CTR

• Average conversion rate

• Total impression share

For Broad Targeting (Broad match, wide geographic, broad audiences):

• Average CPA

• Average CTR

• Average conversion rate

• Total impression share

Key Signals:

• Impression share % (are you maxing out current targeting?)

• Lost impression share to budget vs rank

• CPA difference between narrow and broad

• Conversion volume from each targeting type

Step 4: Output Format (PUNCHY)

BIG RECOMMENDATION UP TOP:

RECOMMENDATION: EXPAND YOUR TARGETING

You're maxing out narrow targeting with strong performance. Time to scale.

THE NUMBERS:

Targeting TypeCPAConversionsImpression ShareStatusExact Match (Narrow)$52.308968%Maxed outPhrase Match (Medium)$68.406745%Room to growBroad Match (Wide)$95.204522%Untapped

WHY EXPAND:

• You're reaching 68% of available narrow targeting (nearly maxed)

• Only losing 12% impression share to budget (you can afford more)

• CPA is $52 (well below most targets - can handle less efficient traffic)

• You're leaving 201 conversions on the table

WHAT TO DO:

1. Add broad match to your top 5 exact match keywords

2. Increase budget on phrase match campaigns by 40%

3. Expand to 3 new similar geographic markets

TRADEOFF: Expect +85 conversions/month but CPA will increase from $52 to ~$68 (+31%)

Step 5: Alternative Output Format (If Narrow Recommended)

BIG RECOMMENDATION UP TOP:

RECOMMENDATION: NARROW YOUR TARGETING

You're spreading budget too thin with poor broad targeting. Time to focus.

THE NUMBERS:

Targeting TypeCPAConversionsSpendStatusExact Match (Narrow)$54.2034$1,843EfficientPhrase Match (Medium)$89.3028$2,500AcceptableBroad Match (Wide)$187.5012$2,250Waste

WHY NARROW:

• Broad match CPA is 3.5x higher than exact match

• You're only capturing 34% impression share on exact (not maxed out)

• Losing 45% impression share to rank (bids too low to compete broadly)

• $2,250 wasted on broad match at terrible CPA

WHAT TO DO:

1. Pause all broad match keywords

2. Move that $2,250/month budget to exact match campaigns

3. Add negative keywords from worst broad match search terms

TRADEOFF: You'll lose ~12 conversions but save $2,250/month and improve overall CPA from $95 to ~$65 (-32%)

Step 6: Alternative Output Format (If Maintain Recommended)

BIG RECOMMENDATION UP TOP:

RECOMMENDATION: KEEP CURRENT TARGETING

Your targeting breadth is balanced. Focus on optimizing what you have.

THE NUMBERS:

Targeting TypeCPAConversionsImpression ShareStatusExact Match$58.306752%BalancedPhrase Match$72.405448%BalancedBroad Match$91.203831%Balanced

WHY MAINTAIN:

• Healthy impression share (40-55%) across all match types

• CPA increases proportionally with targeting width (expected)

• Good conversion volume without overspending

• No obvious constraint (budget or rank limiting you)

WHAT TO DO:

1. Optimize within current targeting (better ads, landing pages, bids)

2. Test small expansions (1 new location, 1 audience) and measure

3. Revisit this analysis in 30 days

TRADEOFF: No major changes needed - you're in the sweet spot.

Step 7: Supporting Detail (Optional Section)

Only include if user wants more detail. Default is to hide this.

DETAILED BREAKDOWN

Match Type Performance:

Exact Match: 145,300 impressions, 68% share, 89 conversions, $52.30 CPA

• Strength: Most efficient, highest CTR (3.8%)

• Limitation: Reaching maximum available impressions

• Lost 18% impression share to budget, 14% to rank

Phrase Match: 89,200 impressions, 45% share, 67 conversions, $68.40 CPA

• Strength: Balance of efficiency and reach

• Limitation: Moderate impression share

• Lost 32% impression share to budget, 23% to rank

Broad Match: 234,800 impressions, 22% share, 45 conversions, $95.20 CPA

• Strength: Largest reach, discovery potential

• Limitation: Expensive, low CTR (1.6%)

• Lost 9% impression share to budget, 69% to rank

Geographic Performance: [If applicable, similar breakdown]

Audience Performance: [If applicable, similar breakdown]

Step 8: Error Handling

Handle data limitations gracefully:

• Insufficient data: "Not enough campaigns with varying targeting breadth. Need mix of narrow and broad campaigns for comparison."

• All narrow or all broad: "All campaigns use [narrow/broad] targeting. Cannot compare performance. Consider testing the opposite approach."

• No impression share data: "Impression share data unavailable. Analysis limited to CPA and volume metrics only."

Additional Context

Default Time Period: Last 30 days (sufficient data for targeting decisions)

When to Expand:

• High impression share (>65%) in narrow targeting

• CPA well below target with room for less efficient traffic

• Need more conversion volume for growth

• Low impression lost to budget

When to Narrow:

• Low impression share (<40%) but high spend

• CPA significantly above target (>1.5x)

• Poor traffic quality from broad targeting

• High impression lost to rank (can't compete broadly)

When to Maintain:

• Impression share 40-65% across targeting types

• CPA near target with good conversion volume

• Balanced performance across narrow and broad

• No obvious constraints

Workflow Summary

1. Ask Time Period → Default last 30 days

2. Collect Targeting Data → Match types, locations, audiences, impression share

3. Analyze Performance → Compare efficiency vs volume across targeting types

4. Assess Constraints → Check impression share lost to budget vs rank

5. Make Recommendation → Expand, narrow, or maintain with reasoning

6. Format Output → Big recommendation, simple table, 3 bullets why, action items

7. Add Detail (Optional) → Supporting analysis if user wants more depth

8. Handle Errors → Address insufficient data or missing metrics

Output Goal: One clear recommendation with simple numbers and 3 action items. User reads it in 30 seconds and knows exactly what to do.